It's all about winning come playoff time.
Not playing nice and it's certainly not about showing as much respect as possible toward your opponents.
The Milwaukee Bucks organization is living by that in its first round NBA playoff series against the Toronto Raptors.
Before Thursday's Game 3 in Milwaukee, Bucks staffers decided to play the theme music for the popular former children's television show "Barney & Friends." featuring Barney the Dinosaur as it's loveable hero.
It's not exactly a nod to Toronto's ferocious dinosaur namesake, but instead gamesmanship from the home team.
Have a listen to the in-arena audio from the Toronto intros.
Whatever the plan was intended to do, it appeared to work, as the Bucks took a 2-1 series lead with a 104-77 victory.
Here is another video of the friendly purple dinosaur's handy work.
The Bucks led 32-12 after the first quarter and cruised to a 27-point victory, so whatever worked in Game 3 should probably just be repeated in Game 4 on Saturday.
"Barney" was a popular PBS children's show from 1992 until 2009 starring the friendly purple dinosaur and his friends. The popular song from the show has Barney telling his friends: "I love you, you love me, we're a happy family..."
The treatment and hospitality from the Bucks on Thursday night was anything but family-like, however.
Milwaukee dominated the game from the start and showed Toronto that they are, at best, in for a long series against the six-seeded Bucks, who got 20 points from Khris Middleton and 19 points from Giannis Antetokounmpo.
Most importantly though, the Bucks need to make sure Antetokounmpo and Middleton keep outplaying Toronto's super guard duo of Kyle Lowry and DeMar DeRozan.
The Toronto guards combined for 21 points on 4-of-18 shooting on Thursday night, including an 0 for 8 job by DeRozan.
Lowry was awful in Game 1 with four points in a 97-83 loss in Toronto. The 2-for-11 shooting performance fell into the pattern of his past playoff difficulties. Lowry responded with a 22-point night in his team's 106-100 victory in Game 2 to even the series.
As for DeRozan, he had 27 points in Game 1 and then 23 in Game 2, so he had largely been on track on Thursday's stinker. We'll see how the All-Star, who averaged 27.3 points per game in the regular season, responds to the adversity.
Saturday sets up as a huge game for the future of the Toronto franchise. Will the team respond and set up a comeback, advancing to the second round, as expected?
Or will the Giannis era advance in the East playoffs a little ahead of schedule?